... have to think about, uh, all the time as they are thinking about stepping into different roles in organizations.

Yeah.

And, and, you know, the way that you do that, I think, is very dependent on the kind of like the culture of the company, and Indeed is a product-led, performance-orientated company, period.

And I think you adapt to that.

So firstly, kind of like, you know, all of the work that we'd be doing to evolve the campaigns, to evolve the audience targeting, looking more at kind of the future demand rather than current demand, is tied with product.

The product has evolved significantly.

The key shift, kind of like, you know, is moving from a job search engine, where you are basically selling an advertising business, where our customers are paying for clicks on their job, for eyeballs on their job.

Can you talk a little bit about why strategically that decision, uh, made sense to lean into that way?

But from a CMO's perspective in general, Is content marketing and demand generation, is it anything near the same as it was five years ago? Or have we really abandoned the old school, air quotes for those not watching, old school techniques like e-books and guides and that type of stuff versus what we're doing today? Where does that change and how is that really different?

I mean, there's still some of that, but a lot less.

And certainly, we don't do any form of content syndication or any of those kind of tactics that you used a lot several years back.

I think, first up, content has changed so that it is much more short form video orientated and a lot of what we would have put out in ebooks in the past is now put out in a series of video content explainer type of materials and We have a research lab called Hiring Labs, where in the past, and they still do, they publish very detailed, long-form economic research on a monthly and quarterly basis.

But you're also now taking that and breaking it down and thinking it from a job seeker perspective.

How can we help job seekers understand where the jobs are? and what skills are required and how those skill requirements are changing.

From an SMB perspective, you're looking at helping them understand more local labor market dynamics and who they may be competing for talent with.

If you're matching someone on 29 points for love, why can't you match them on 29 points for a job?

When we're looking at that sea of job seekers who have traditional skills or hidden skills, and when it comes to the story of work, from your point of view, what is one of the biggest problems you're trying to solve at Indeed in sort of that matchmaking space that you've defined?

Our mission is to help people get jobs, right? That's what we're here for.

That's what we do.

And AI is fundamentally changing the world of work across so many different aspects.

And it's changing the way that we can help people find work.

From the perspective of kind of my hidden genius, I think one of the key things that people have to understand is that the traditional resume doesn't necessarily kind of like show them for all they are or all they are capable of.

And how do you think about rewriting a resume for a world where skills like ingenuity and curiosity are the most highly valued skills? It's, you know, So how do you really show when you're building your resume, when you're building your profiles, what you're capable of, what your ambitions are, what you do outside of your traditional work environments? And I personally believe that the more we can help people understand how to show up as an authentic and complete person in the world of job search these days is incredibly important.

And if you think about